Colleagues in the conference room. Others in the living room. Hybrid work made meetings even worse. Now Microsoft, Google, Zoom and others are trying to fix it.
4 min
To the people I just had a very important meeting with:
I tried to take you all seriously. I really did. Except since I’m at home, watching you all crowded into a conference room, the effect was more like toy figures sitting around Polly Pocket’s kitchen table. I spent most of the time imagining picking you up with tweezers then zipping you into my change purse.
Please don’t call HR.
Best,
Me
Welcome to the hell of the hybrid meeting. Throw in the related side effects—office-people often ignoring the video-call people and that guy who always forgets to mute—and you’re left longing for the simpler times of toilet-paper shortages, double-masking and all-day Zoom.
The solution? Ask Elon Musk and it’s butts-in-seats for all. Employees of SpaceX and Tesla are expected to spend at least 40 hours in company offices. Yet the hybrid model has emerged as the leading choice for many companies, with 42% of people with remote-capable jobs working partly at home and 39% working entirely from home, according to a February 2022 Gallup poll.
The more likely solution? Tech features that help us adapt to this new new normal—just like they helped us adapt to the old new normal. Microsoft, Google, Zoom and others have some of their finest working to fix the greatest problem of our time: How we meet to talk about work stuff.
The solutions below won’t fix everything. But there are big developments coming, along with creative—and some free—options you can start trying with your colleagues right now.
The primary rule of hybrid meetings: Create equity among attendees—or, you know, don’t make your people go all Hunger Games. How to do that? With laptops, of course.
“Making laptops a required tool for all participants in a hybrid meeting helps level the playing field,” Angela Henderson, a meetings expert at Decisions, a startup that makes meeting management software, told me.
If people in the conference room turn on their laptop webcams, the people at home can see everybody’s face framed individually like during Covid times. This is better than some impersonal, drone-like conference-room view, especially when people in that room are talking. Microsoft, Google and other companies have started encouraging their employees to do this.
Of course, all those laptops on the same video call in the same room will create more ear-piercing feedback than a Kiss concert sound check. Avoid that by joining the call from your conference room’s audio/video system, then get everyone on laptops to mute their mics and kill their speaker volume before signing into the meeting.
If you use Microsoft Teams or Google Meet, you can log into the meeting from the conference room using a companion setting. (Google’s version is Companion Mode, Microsoft’s is Companion Device Experience.) Both automatically cut off your laptop’s mic and speakers while allowing you to turn on your webcam and access other virtual tools, including screen sharing, group chats and hand raising.
To make things feel more fair, Teams can line up people at home on the conference-room screen at eye level with a setting called Front Row.
The trouble with using your laptop’s webcam in the conference room is you don’t know where to look. At the webcam? At your colleague across the table, which gives everyone at home a nice view of your nostrils? At the wall?
“Conference rooms need to be rethought as hybrid spaces,” Greg Baribault, group program manager on Microsoft Teams, told me. And new systems combine updated conference-room camera technology with software from the most popular video-calling platforms, including Zoom, Google Meet and Microsoft Teams.
For example, Microsoft Teams works with other camera systems, such as Logitech’s Rally Bar. Instead of that drone-like view, the systems use artificial intelligence to isolate the people speaking and show them on screen as if they were individual participants in the meeting. No laptop webcam needed.
Zoom’s Smart Gallery works similarly. On supported cameras, it can create individual video feeds of each person in the room, and will even pan as people move. Yep, Google’s Meet works with similar conference-room offerings, too.
Now, if I’m the CEO, I’m thinking: “Uh uh. Nope. Have you seen this record inflation?” Yet the cost of conference-room A/V equipment is coming down.
Five years ago it could “cost you $20,000 to $50,000 and take three days” to redo a conference room with equipment, Logitech Chief Executive Bracken Darrell told me. Now it takes less than an hour to set up these newer, sub-$5,000 cameras, he said.
Or maybe, just maybe, the solution is completely virtual conference rooms. You know, we sit around virtual tables, our virtual legless avatars sipping virtual coffees.
Yes, I’ve attended metaverse meetings. I’ve put on a Meta Quest 2 headset and launched Meta’s Horizon Workrooms app, only to find my editor as an avatar resembling Milhouse from “The Simpsons,” cursing the tech. And I still have no idea what’s up with the virtual deer head on the wall!
Meeting in VR right now is a mess of uncomfortable headsets, flaky apps and real-world physical obstacles. But there is potential. Once we got the tech issues straightened out in that meeting with my editor, we had a lively and engaging conversation where it felt like I was really sitting across from him. (Too bad I’ll have to bribe him with non-virtual sushi to ever do it again.)
When hopping into a metaverse meeting is as easy as hopping into a Zoom call or Google Meet today, and my ears don’t feel like they have been crushed under the weight of a nerd helmet, then, sure, have your avatar call my avatar!
But in the real-verse, I have found the most promising solution of all: “There’s no better way to combat issues with hybrid meetings than to just not have as many of them to begin with,” Ms. Henderson said.
Precisely! So everyone step away from the laptop and ask yourselves: Could this meeting I’m about to schedule be an email? A Slack? A phone call? A text? Or a GIF of an angry Milhouse from “The Simpsons”?
Reprinted by permission of The Wall Street Journal, Copyright 2021 Dow Jones & Company. Inc. All Rights Reserved Worldwide. Original date of publication: June 15, 2022.
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AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.
3 min
AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.
Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.
Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.
Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.
But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.
Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.
Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.
The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.
How the companies have responded to the possible agentic future is telling.
Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.
Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.
Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.
This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.
Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.
The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.
That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.
To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.
Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.
That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.
Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.
Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.
History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.
Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.
